Case studies 1 and 2
Ch.2-Case study 1:
Pelican Stores
Pelican Stores, a division of National Clothing, is a chain of women’s apparel stores operating throughout
the country. The chain recently ran a promotion in which discount coupons were sent to customers of
other National Clothing Stores. Data collected for a sample of 100 in-store credit card transactions at
Pelican Stores during one day while the promotion was running are contained in the file named “Case
Study Ch2-PelicanStores”. When reviewing the data, note that the “proprietary card” method of payment
refers to charges made using a National Clothing charge card. Customers who made a purchase using a
discount coupon are referred to as “promotional” customers; and customers who made a purchase but
did not use a discount coupon are referred to as “regular” customers. Because the promotional coupons
were not sent to regular Pelican Stores customers, management considers the sales made to people
presenting the promotional coupons as sales it would not otherwise make. Of course, Pelican also hopes
that the promotional customers will continue to shop at its stores.
The following variables are shown in the data file:
• Customer: is an auto-numbering field to count the number of customers in the study (this is not
used in the analysis).
• Type of Customer: is a customer that either is a regular shopper (regular) or came to the store
specifically because of the promotion being held (Promotional).
• Items: refers to the total number of items purchased.
• Net Sales: refers to the total amounts ($) charged to one of the credit cards.
• Method of Payment: refers to a Discover Card, Visa Card, MasterCard, or the Proprietary Card,
which is essentially the store’s credit card (e.g., Macy’s, JC Penny, Kohls, etc.)
• Gender: Male or Female
• Marital Status: Married or Single
• Age: Age of the customer
Managerial Report
Use the tabular and graphical methods of descriptive statistics to help management develop a customer
profile and to evaluate the promotional campaign. Your report should include the following:
1. Percent frequency distribution for the key variables (Type of Customer, Items, Net Sales, Method
of Payment, Gender. Marital Status, Age)
2. A bar chart showing the number of customer purchases attributable to the method of payment.
3. A histogram for Net sales.
4. Interpret the results and report the managerial insights.
Chs.3 and 4-Case study 2: Pelican Stores
Consider the Pelican Stores case problem presented in Ch. 2. Use the methods of numerical descriptive
statistics to summarize the data and comment on your findings. At a minimum, your report should include
the following:
1. Descriptive statistics on net sales for all customers.
2. Descriptive statistics on net sales by various classification of customers (Married/Single
and Regular/Promotional).
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